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Dogecoin Foundation’s commercial branch, House of Doge, has made its boldest move yet into European football by acquiring a majority stake in one of Italy’s oldest professional clubs, US Triestina Calcio 1918.
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In a joint announcement with merger partner Brag House Holdings, House of Doge confirmed it has become the “largest equity holder” in US Triestina 1918. The deal marks a major milestone in Dogecoin’s push to merge digital assets with real-world sports, aligning with its vision to support “projects that carry community, cultural relevance, and long-term value.”
“The investment in US Triestina 1918 represents Dogecoin’s most ambitious step into European football, positioning House of Doge at the forefront of merging digital assets with traditional sports,” the company said.
Under the agreement, House of Doge will inject new capital into the club to help strengthen football operations and expand community programs. Part of the investment will go toward integrating crypto functionality, allowing fans to make payments in digital currency for tickets, merchandise, and match-day concessions.
“The objective is to introduce a modern payments structure that enhances the match-day experience and supports the club’s financial resilience, simultaneously bringing further utility to Dogecoin,” the announcement added.
The partnership arrives at a crucial time for Triestina. Once a proud founding member of Serie A in 1929, the club has spent decades drifting between the lower divisions. It has not played in the top flight since 1958 and now finds itself battling near the bottom of Serie C, Italy’s third professional tier. Without improvement, the team risks relegation to Serie C2, only one level above semi-professional football.
Foreign investment in struggling clubs has become increasingly common across Europe, with several historical teams revitalized through international capital. For Dogecoin’s commercial branch, the deal represents a rare crossover between digital finance and the sporting world — and a high-visibility opportunity.
If House of Doge helps Triestina rise through the ranks, the brand could gain exposure to millions of Italian fans who watch Serie A every week. Broadcast figures suggest that between three and six million viewers tune in to domestic top-flight matches each weekend, offering massive marketing potential.
It is the commercial arm of the Dogecoin Foundation, created to support community and culture-driven ventures linked to Dogecoin.
House of Doge acquired a majority stake in US Triestina Calcio 1918, a historic Italian football club.
The deal provides capital for club development and introduces crypto payments for tickets, merchandise, and concessions.
It represents one of the first large-scale integrations of Dogecoin into European football and aligns with a growing trend of foreign investors reviving traditional clubs.